1. Chapter 1 Introduction To Customer-Centric Service
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Chapter 1 Introduction To Customer-Centric Service
Objectives
Define customer-centric service
Contrast traditional customer service with exceptional customer service
Identify required customer service skills and competencies
Chapter 1
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

2. Defining Customer Service
Customer service is the process of
satisfying the customer, relative to a product or service, in whatever way the customer defines as meeting his or her need, and
having that service delivered with efficiency, understanding, and compassion.
Chapter 1
The World of Customer Service, 2e Odgers

3. Mission Statement, Values, and Goals of Customer Service
Examples of Mission Statements
“Good service is good business”
“We are ladies and gentlemen serving ladies and gentlemen”
Chapter 1
The World of Customer Service, 2e Odgers

4. External and Internal Customers
External customers
Customers whose needs we traditionally think of serving, who purchase and use a company’s products and services
Internal customers
People or departments within a company that rely on colleagues to provide the support they need to serve their own internal and external customers
Chapter 1
The World of Customer Service, 2e Odgers

5. Employment Growth for Customer Service Representatives (CSRs)
According to the U.S. Bureau of Labor Statistics
Service related jobs are expected to increase at a faster rate than all other occupations.
Specifically, the CSR occupation is expected to increase from 2,063,000 jobs in 2004 to 2,534,000 jobs in 2014.
Chapter 1
The World of Customer Service, 2e Odgers

6. The Evolving Role of Customer Service
The “New Customer Economy” is characterized as a power shift from companies to their customers.
Traditionally, customer service was delivered in the Customer Service Department.
Today, everyone in an organization must deliver exceptional customer service to all customers.
Chapter 1
The World of Customer Service, 2e Odgers

7. Multichannel Customer Contact Points
Customer contact occurs through many channels
In person
On the phone
Through written communications
Online
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The World of Customer Service, 2e Odgers

8. The World of Customer Service, 2e Odgers
The Role of a CSR
In general, the role of a customer service representative is to
Answer questions
Solve problems
Take orders
Resolve complaints
Chapter 1
The World of Customer Service, 2e Odgers

9. Characteristics and Skills that Describe Exceptional CSRs
Initiative
Responsiveness
Relationship Building
Sensitivity
Objectivity
Resistance to Stress
Resilience
Problem Solving
Positive Attitude
Chapter 1
The World of Customer Service, 2e Odgers

10. The Workplace Environment
CSRs can be located at a
Retail store or an office
Call center
Contact center
Help desk
Chapter 1
The World of Customer Service, 2e Odgers

11. Chapter 2 Serving a Diverse Population of Customers
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Chapter 2 Serving a Diverse Population of Customers
Objectives
Describe diversity in the workplace relative to the needs of a business enterprise
Identify the four personalities of customers and distinguish among them
Contrast customer service activities among the four generational groups
Learn how to communicate effectively with disabled persons
Chapter 2
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

12. Ethnic and Cultural Diversity
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Ethnic and Cultural Diversity
The collaboration of cultures, ideas, and different perspectives is now considered an organizational asset.
Assimilation – “Melting Pot” approach.
Inclusion – Leveraging differences for the benefit of the organization.
Chapter 2
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13. Diversity in the Workplace
Diversity can include
Race, age, gender, sexual orientation, ethnicity, physical ability, religion, education, appearance, or any other characteristic
Not only the workforce, but the nation’s customer base, too, is becoming diverse.
Chapter 2
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14. Cultural Values and Workplace Communication
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Cultural Values and Workplace Communication
Culture – A system of shared values, beliefs, and rituals that are learned and passed on and that affect a person’s perception of the world.
Cultural differences are seen in
Nonverbal behaviors
Concept of time
Concept of space
Chapter 2
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15. Customer Personalities
The Analytical – wants to be systematic, well organized, and deliberate
The Driver – wants to save time, values results, loves being in control and doing things a certain way
The Amiable – wants to build relationships, loves to give others support and attention
The Expressive – values appreciation, loves social situations, likes to inspire others
Chapter 2
The World of Customer Service, 2e Odgers

16. Generational Differences
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Generational Differences
Having an awareness of a customer’s generation and knowing that generation’s service preferences lead to great customer service.
Good service must be seen from a customer’s point of view.
Chapter 2
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17. The World of Customer Service, 2e Odgers
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Four Generations
Matures – Born prior to 1946; patriotic, loyal, fiscally conservative
Baby Boomer Generation – Born between 1946 and 1967; idealistic, competitive, questions authority
Generation X – Born between 1965 and 1981; resourceful, self-reliant, highly adaptive
Millennial Generation – Born after 1981; confident, ambitious, tech-savvy
Chapter 2
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WOCS-2 (Odgers)

18. The World of Customer Service, 2e Odgers
The Disabled Customer
Disability
A condition caused by an accident, trauma, genetics or disease,
which may limit a person’s mobility, hearing, vision, speech, or mental function
The Americans with Disabilities Act
Chapter 2
The World of Customer Service, 2e Odgers

19. Understanding Disabilities
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Understanding Disabilities
Serving people with disabilities is based primarily on respect and courtesy without being condescending.
CSRs communicate with people who are
physically disabled, visually impaired, hearing impaired, mobility impaired, speech impaired, and learning disabled
Chapter 2
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20. The World of Customer Service, 2e Odgers
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Service Animals
A service animal is not a pet.
Reminders when serving a person who is accompanied by a service animal:
Do not touch the service animal
Do not make noises at the service animal
Do not feed the service animal
Chapter 2
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21. Chapter 3 Customer Behavior, Customer Loyalty, and Exceptional Service
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Chapter 3 Customer Behavior, Customer Loyalty, and Exceptional Service
Objectives
Describe customers’ buying behavior relative to their basic needs.
Distinguish between customer satisfaction and customer loyalty.
State the relationship between customer expectations and customer perceptions.
Describe methods companies use to measure customer satisfaction.
Chapter 3
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WOCS-2 (Odgers)

22. Understanding Customer Behavior
Basic Customer Behavior involves:
Why they buy
How they buy
What causes them to return
Four Customer Needs:
Need to be understood
Need to feel welcome
Need to feel important
Need for comfort
Chapter 3
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23. Earning Customer Loyalty
Tips to Earn Repeat Business from Customers
Ask questions
Be honest
Fix problems
Learn from the competition
Back up your company’s promises
Offer one-stop service
Build on emotion-friendly service culture
Chapter 3
The World of Customer Service, 2e Odgers

24. The World of Customer Service, 2e Odgers
Customer Turnoffs
Value turnoffs
Include inadequate guarantees, a failure to meet quality expectations, and high prices relative to value received
System turnoffs
Include irritations relative to the way a company delivers its products or services
People turnoffs
Include showing lack of courtesy or attention, showing an unprofessional behavior, projecting an indifferent attitude
Chapter 3
The World of Customer Service, 2e Odgers

25. Offering Exceptional Customer Service
Exceptional customer service occurs when the customer gets more than they expected
Customer expectations
What a customer wants before a transaction
Customer perceptions
What a customer identifies as quality of service during and after the transaction
Chapter 3
The World of Customer Service, 2e Odgers

26. Critical First Impressions
“You never get a second chance to make a first impression”
Baseline standard
The minimum level of service it takes to satisfy customers under ordinary circumstances
Chapter 3
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27. The World of Customer Service, 2e Odgers
Empowerment
“Giving somebody power or authority”
Benefits
The elimination of nearly all multilevel problem solving that involves management
An empowered staff reduces the amount of time customers spend reaching satisfactory conclusions
Chapter 3
The World of Customer Service, 2e Odgers

28. Measuring Customer Satisfaction
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Measuring Customer Satisfaction
Customer satisfaction is in the eye of the beholder (the customer)
The best way to measure customer service is to
Ask Your Customers
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29. Measuring Customer Satisfaction
When customers are asked about the level of service they receive, it
Helps the company set realistic goals and monitor trends
Provides critical input for analyzing problem areas
Assists the company in monitoring progress toward improvements
Keeps the company close to its customers
Chapter 3
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30. Measurable Customer Service Standards
Examples:
Answer telephones by the third ring.
Serve hot food at a temperature of at least 140 degrees.
Smile and greet all guests within 10 feet of you.
Respond to each shopper, so that he or she does not stand in line more than two minutes.
Offer bellman or concierge service to every hotel guest.
Speak professionally to clients and avoid the use of slang expressions.
Chapter 3
The World of Customer Service, 2e Odgers

31. Chapter 4 Attitude, Angry Customers, and Relationship Building
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Chapter 4 Attitude, Angry Customers, and Relationship Building
Objectives
Describe a customer-oriented attitude
Recognize situational examples that elicit rage reactions in customers
Identify actions CSRs can take to ensure delivery of comprehensive customer services
Describe the customer service benefits of the teamwork approach in organizations
Chapter 4
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

32. A Customer-Oriented Service Attitude
“The purpose of business is to create a customer” Peter Drucker
The ACSI (American Customer Satisfaction Index)
Tracks trends in customer satisfaction and provides valuable benchmarking of the consumer economy
Chapter 4
The World of Customer Service, 2e Odgers

33. The Power of a Positive Attitude
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The Power of a Positive Attitude
Positive self-talk can help each of us build a positive, winning customer service attitude.
Tips to help keep your attitude up:
Engage in positive self-talk
Focus on successes rather than negatives
Use your break time effectively
Keep in mind your overall goals
Be kind to yourself
Take your sense of humor to work
Chapter 4
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34. The World of Customer Service, 2e Odgers
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Customer Rage
Findings of Report by Customer Care Alliance and ASU School of Business, released in November 2005:
70% of 1,012 survey respondents experienced customer rage, relating that their most serious recent consumer problem made them “extremely” or “very” upset.
Customers don’t become dissatisfied because of problems, but with the way they are handled.
Chapter 4
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WOCS-2 (Odgers)

35. Delivering Comprehensive Service
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Delivering Comprehensive Service
Customers often filter their service depending on
How the customer feels that day
Experiences the customer has had that day
Experiences the customer has had in the past with the CSR or company
Experiences the customer’s friends or family have had with the company
The setting, environment, and circumstances of the current interaction
Chapter 4
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WOCS-2 (Odgers)

36. CSRs and the Adversity Quotient®
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CSRs and the Adversity Quotient®
Paul Stoltz, author of Adversity Quotient Work, defines AQ as
A precise, measurable, unconscious pattern of how people respond to adversity.
Core elements are control, ownership, reach, and endurance.
CSRs should have high AQs.
Chapter 4
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WOCS-2 (Odgers)

37. Customer Service Rules and Guidelines
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Customer Service Rules and Guidelines
Red rules
Prescriptive and must be followed exactly as specified
Examples: safety issue or legal obligation
Blue rules
Optional and can be modified on a case-by-case basis
Examples: return policies, hours of operation
Chapter 4
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

38. Building a Teamwork Approach to Customer Service
Internal customer service refers to service directed toward others within the organization.
For example, level of responsiveness, quality, communication, teamwork, and morale
Good teamwork shows customers that the company is organized and everyone is moving toward satisfying the customer.
Chapter 4
The World of Customer Service, 2e Odgers

39. Teamwork Communication
Critical in serving customers
To promote teamwork, CSRs need to
Focus any negative feedback on a specific task, not on a co-worker’s personality.
Compliment a teammate when he or she is observed doing something well.
Chapter 4
The World of Customer Service, 2e Odgers

40. The World of Customer Service, 2e Odgers
Teamwork Strategies
Support your teammates with information
Discuss new policies
Identify areas for improvement
Show pride in yourself and your coworkers
Chapter 4
The World of Customer Service, 2e Odgers